It's Our Time, page-268

Volume 94 Issue 19 | pp. 28-34
Issue Date: May 9, 2016

COVER STORY
Making cosmetic claims that stick

How scientists and the tools they wield can distinguish compelling, justifiable cosmetic claims from empty promises
By Marc S. Reisch

...
"And ethics aside, scientists know they and their employers will have trouble if they don’t make their claims with care. P&G’s Schwartz, for example, says his company works hard to develop claims that are accurate and unassailable under scrutiny by regulators, competitors, or class-action suit lawyers."
...
"Some claims, “no matter how much consumers may like them,” are just not scientifically supportable, Schwartz notes. Especially challenging are situations when marketing executives get excited by a proposed claim, but the R&D folks pull back and say, “We don’t know. Let’s think about it.”
But when P&G sets out to develop and prove a claim, the effort is a multidisciplinary undertaking involving chemists, biologists, methods developers, and statisticians, Schwartz says. The team approaches a claim as if it has received a completed puzzle “which we have to reverse engineer and then reassemble,” he says."
...
"Some cosmetic scientists themselves are skeptical of claims they often come across. “So many advertising claims are ridiculous,” says personal care industry consultant David Steinberg. He once joked with a marketer about a skin product that claimed it “makes you look 20 years younger.” Steinberg said he applied it to a seven-year-old and afterward couldn’t find the child."

full article here : http://cen.acs.org/articles/94/i19/Making-cosmetic-claims-stick.html

This helps explain why everything with P&G has taken sooo long, and it also highlights the commitment of significant resources by P&G in coming this far with OBJ and in continuing for a further five years.